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Award: Finalist Certificate
Competition: AME
Competition Year: 2014
Agency: Republik Communications
Agency Country: NEW ZEALAND
Agency City: AUCKLAND
Competition: 193 2014 AME Awards
Category: UD04 direct response
Category Group: use of discipline
Brand/Sponsor: Fuji Xerox NZ
Item Company: Republik Advertising
Item Country: NEW ZEALAND
Creative Director: Andrew Sims
Production Company: N/A
Production Company Producer: N/A
Campaign Cost low-budget (under $100,000)
Product Type Large format digital printing
Campaign Start 07 / 22 / 2013
Campaign End 12 / 20 / 2013
Campaign Ran 4 main centres of New Zealand
Campaign Description new product launch
Marketing Context We faced a number of challenges within the marketing context.
1. Launching as a new player in an existing market is always a challenging task.
2. Digital printers aren’t sexy. We needed to get their attention in a completely new way and convince our audience that Fuji Xerox could enter the wide-format market with a superior product to its well-established competitors.
3. We were communicating with production specialists; people who help bring ideas to life. They’re sticklers for detail and very tech-savvy. They’re constantly looking for new advances in digital printing to add value to their clients’ requirements. We had to get their attention quickly, dramatically and leave them wanting more.
4. Our product is physically large (tonnes). If people wanted to see the presses in action we had to ensure we found a venue with easy access – for the attendees and the product.
Campaign Planning
Prior to this launch, printing multiple personalised, large format pieces digitally often took a matter of days, at considerable expense. We needed to communicate that FXNZ now had the large format technology to outdo the speed, quality and cost efficiency of existing technology.
Client objectives.
• Create buzz around the new range of wide format printers.
• Sell one Acuity Select Machine within a month of launch
• Position FXNZ as a serious player.
• Create a series of high quality samples to demonstrate the technology’s abilities.
Strategic considerations:
• Create a theme of interest for our tech-savvy male audience.
• Create instant impact and industry buzz.
• Find a launch venue big enough to house the printers.
• Not give too much away. We needed to pique their interest enough to RSVP and attend.
• Prove that when it comes to large format digital presses, FXNZ is bigger and better.
• Demonstrate personalisation in the wide format category.
Marketing & Media Strategy
Direct mail was an obvious choice for this campaign. We’d done business with most of our audience many times before. It had to be an idea that only Fuji Xerox’s large format digital presses could deliver, and put these printers through their paces.
We settled on a military theme as the core idea for the campaign: Wide War 1 – The Battle for Bigger Borders.
This theme had the potential to work on a number of levels:
• We could ‘go to war’ against small format printers.
• Feature bold wartime graphics.
• Use an uplifting and positive tone of voice
• Create engaging creative executions
• Showcase relevant features e.g. blueprints, map layouts, technical specifications, personalisation, modern stocks, large formats.
SMP – Take on anything with Fuji Xerox large format digital printing.
Creative Strategy
We created a dimensional launch invitation, highlighting the machines’ capabilities from a size, speed and stock perspective. The invitation package contained:
• A personalised military draft poster printed on special stock on the Acuity Advance Select.
• A personalised large-scale invitation and map to a launch event printed on special stock by the Acuity LED 1600.
• A themed large-scale blueprint of a Warbird printed on the Docuwide C842 (in five seconds)
• Personalised dog tags featuring the location and log-in code to RSVP to the event.
To RSVP to the event, respondents logged on to the online portal using their personalised URL.
With a positive response, they were prompted to personalise their own balsawood Warbird. This would be collected as a print example at the event. Online personalisation allowed our audience to choose from three plane designs, in a range of colours. Their name was pre-populated onto the plane’s side with an option to customise this as well. The laser cut planes were printed on FXNZ new Acuity LED 1600, assembled and presented to the attendees. After the function’s formalities, attendees were invited to attempt to land their plane on a target to win prizes. The flight path was nestled between the large planes in the MOTAT Aviation Hall.
Evidence of Results
This campaign has been a resounding success for Fuji Xerox. From a projected ROI of $4.65 : 1 we have currently have an ROI of $33 for every dollar spent, with a further $1.5M worth of leads still under negotiation.
Objective: Create buzz around the new range of wide format printers.
• 193 DM pieces delivered.
• 149 positive responses.
• A staggering 77% response rate.
Objective: Sell one Acuity Select Machine in the first month.
• We sold one Acuity Select Machine (valued at $450K) on the night and two more in the following weeks. An impressive 300% success rate on that machine alone.
• At the end of November 2013 ROI was a staggering $33 to $1.
• We also sold $500,000 worth of related technology that was also featured at the launch event.
• All business results generated were new business, not churn – mostly new customers.
• An additional $1.5M worth of sales is currently still in negotiation.
Target Audience
Our primary audience:
• male–skew
• 40-60 y/o
• owners and managers of small-to-medium-sized signage and print shops, and draughting/architectural and design companies
• the decision-makers when it comes to purchasing new technology
• aware of other large format brands, perhaps even own a competitor’s brand
• aware of Fuji Xerox’s track record in digital printing presses
• tech-savvy.
Secondary audience (the new leads)
Owners of signwriting companies, who have never owned a Fuji Xerox product before.
Our audience has clients who require large format in-store and backlight displays or large posters, illustrations, perspective drawings, technical document texts and photographs. We targeted managers and owners because we knew that when it comes to large purchases, such as large format printing presses, the buck stops with them. They’re the decision makers.
Talent 1: Andrew Sims|Creative Director
Talent 2: Duncan Blair|Senior Copy Writer
Talent 3: Paul McNamara|Account Director
Talent 4: Craig Ross|Art Director
Talent 5: Lisa Brooks|Account Manager
Talent 6: Amber Henderson|Communications Manager
Talent 7: Alistair Egan|Product Manager - PSBG
Talent 8: Steven Caunce|Corporate Affairs Manager
Talent 9: Brett Sanders|Designer
Talent 10: Craig Abbott|Production Director